Back in the summer of 2009, Saturdays Surf NYC started out as a meeting of minds and a sharing of ideas, likes and styles between the beach-bro trio of Morgan Collett, Josh Rosen and Colin Tunstall.

These pipeline dreams — to cater to the diverse lifestyle of living, working and surfing in New York City — quickly transformed into a creative hub and retail reality that saw like-minded folk meet up, hang out, have coffee and buy cool stuff like surfboards, wetsuits, books, fine art and lifestyle accessories. Soon enough, the threesome began creating, designing and producing its own line of menswear, focusing on high-quality craftsmanship, authenticity and traditional style.

Today, Saturdays Surf is not only infiltrating the world with its clean design and chilled attitude, but also cementing its place as a brand to watch after winning GQ’s “Best New Menswear Designers” for 2012.

To celebrate this recent crowning, as well as the exclusive launch of Saturdays Surf at Lane Crawford Hong Kong, a highlight pop-up store has been set up at the ifc mall store until May 24. Featuring the latest Saturdays Surf Spring/Summer 2012 menswear collection as well as beach-lifestyle essentials such as magazines, DVDs, surfboards, accessories and grooming products, the fun pop-up shop will kit you out for summer in no time.

Saturdays Surf is exclusively available at Lane Crawford ifc mall, featuring a pop-up shop until May 24, and Canton Road.